Minivan Market Far From Peaked Says Chrysler Research Director

03/07/96

In an address before the Motor Press Guild (MPG), Chrysler Director of Corporate Research David P. Bostwick decried claims by east coast financial analysts that the fast moving Minivan craze was petering out, sales-wise. Bostwick said if this is true, why are other major car makers bringing out new models. He spoke of Chrysler's leadership in this market segment stating MAYBE it was the Minivan that saved Chrysler.

Being a researcher, he threw out some illuminating facts . . . Chrysler-wise. Chrysler/Plymouth/Dodge have sold 300,000 1996 model vans so far this model year. Chrysler has 48.9% of the market and will settle in at 50%. For those who think Minivans are JUST for families with kids be aware that 45% of Minivan owners do not have children. Median age of an owner is 44. Over 125,000 Minis are sold to retirees and 125,000 to people under 35 which shows it's not just baby boomers. Over one-third of Chrylser Minivan buyers are repeat purchasers and they account for influencing (friends/relative) of 50% of purchases.

Bill Maloney -- The Auto Channel